Snickers

The Challenge

Snickers had a global campaign running with Jürgen Klopp — 'You're Not You When You're Hungry.' One of the most recognisable football faces in the world. A platform built on emotion, identity, and the sharp edges of hunger. The brief for the UAE and Middle East market: bring that campaign to life on social during UEFA Euro 2020. The problem? Sports social content is usually slow. By the time a brand posts about a match moment, the internet has already moved on.

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The Insight

Football fans experience matches in real-time — and so does their feed. The most powerful content moments aren't planned. They're the ones that catch people mid-emotion: the VAR disallowed goal, the missed penalty, the injury-time equaliser. Hunger, in the Snickers sense, is an emotional state — and these were the moments it lived in. The Italy final was the tournament's defining moment for the region. England reached their first major final in decades. Then lost on penalties. The hunger was overwhelming — and Snickers was the only brand positioned to say something genuine about it.

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The Outcome

Snickers was in the conversation when the conversations were actually happening. While other brands scheduled posts days in advance, Add Hype's real-time approach meant Snickers reacted faster than any other brand in the Middle East feed.
The campaign proved that boutique speed enables what corporate scale can't — the ability to be genuinely present in the moment.

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The Work

• Real-time monitoring across all Euro 2020 fixtures

• Pre-built reactive content library — scenario-based assets ready to deploy within minutes of any major match moment
• Live content published on Instagram and X (Twitter) during matches
• The Italy final as centrepiece — England's loss on penalties was peak 'hunger' territory, and the brand was there for it
• Fully aligned with the global Klopp-led TVC campaign running simultaneously

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